With over 17 years of experience, Carl Matter is an accomplished leader at the forefront of the automotive marketing industry. Currently serving as the Director of AdTech and Media Performance, he spearheads partnership development and strategic initiatives for a diverse range of automotive marketing clients, including brands, agencies and technology companies.
With a wealth of experience and expertise, Carl is committed to driving success for his clients by leveraging innovative data-driven solutions. He is dedicated to understanding their unique business objectives and crafting tailored strategies to optimize the deployment of Urban Science’s data and solutions to maximize their marketing endeavors.
He earned a Master of Arts in Communication Research from Michigan State University and a Bachelor of Arts in Communication and History from the University of Michigan.
Navigating the EV shift: The difference between data-driven and driving your data.
In the realm of modern media planning, an understanding of data's pivotal role in crafting intelligent campaign strategies prevails. Yet, a dichotomy emerges between merely utilizing data and authentically steering campaigns through a data-driven lens. Marketers who lead with assumptions risk succumbing to bias and losing sight of dynamic market shifts, fostering a deceptive sense of security. Best practice dictates allowing the data itself to unveil genuine insights. When constructing targeting strategies, a focus on actual auto buyers supersedes preconceived notions of the aspirational target buyer. Nowhere is this more evident than in the EV industry shift, where burgeoning models, evolving perceptions, and shifting competitive landscapes demand astute data utilization.
Drive It Home: What Auto Marketers Need To Know About Today’s Homebuyers
This session will reveal exclusive new research conducted by Realtor.com and credit reporting agency TransUnion highlighting a new trend: consumers are increasingly shopping for cars and homes simultaneously. This discussion will prove online real estate is an under-used, yet important segment for auto marketers. Realtor.com will highlight solutions leveraging their unique first-party data and innovative creative, including their new commute cost calculator. Realtor.comserves serious homebuyers and sellers, reaching over 58 million unique users per month.